The new identityCharles Ashcroft / BA (Hons) Graphic Design / Stage 2

The National Youth Jazz Collective

NYJC is a new and vibrant organisation designed to support the creative and educational needs of young musicians through programmes and an annual summer school.

Create a complete brand identitythat reflects the personality andambitions of the organisation.

The briefContents

The brief

Visual research

The logo

Initial idea’s

Idea’s digitilized

Idea’s developed

Palette research

Website

Visual researchI spent a long time looking at Jazz related images,here are a group I complied that share the overall aesthetic vibe I got from this research.

The logoThe logo is NYJC’s most visible element of theidentity. It is a universal signature of the brandacross all formats.

The logo stays true to the tradition of jazz beinga fun, diverse musical force , taking these keythemes into the 21st century. The logo will beseen as a badge of honour and stamp fordeveloping musical ability.

Because the logo is so recognisable it must beconsistently applied across all formats.

Logo Typeface

TELEGRAfICO

abcdefghijklmn

opqrstuvwxyz

Colour palette

Yellow Black WhiteDark GoldenR: 246G: 117B: 26

H: 40S: 89B: 96

C: 2M: 33Y: 100K: 0

R: 187G: 134B: 44

H: 36S: 76B: 73

C: 25M: 47Y: 100K: 5

R: 0G: 0B: 0

H: 344S: 11B: 0

C: 0M: 0Y: 0K: 100

R: 0G: 0B: 0

H: 344S: 11B: 0

C: 0M: 0Y: 0K: 100

Initial idea’s

Idea’s digitalized

Typeface

EVOLUTION

Trumpet logotype

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Font treatment Development

Typeface

Telegrafico

Abstract logo

abcdefghijklmnopqrstuvwxyz

Choosing the typeface

Typeface

Futura

Combination mark

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Experimentation

Idea’s developed

Developing logotype design

The digitalized NYJC trumpet I designed didn’t feel quite ‘jazzy’ enough. I needed to further develop this design by taking inspiration from my initial sketches and lose the corporate, clean-cut look I had given it.

My orignal sketches conveyed what Jazz is all about- having fun, experimenting, and improvising.

It needed a bit of energy injected back into it. I achieved this by handrawing the design again.

Experimenting with colour

Choosing colours for abstract logo design

Developing combination mark design

Experimenting with gradients

Palette researchThe brand colours are based on a typical colour palette found within jazz culture. They are bright and warm, fun and exciting. Traits that are apart of the NYJC’s DNA.